Crazy headline right? Well according to Jose Villa, an advertising executive that was featured in an article we ran across on the Pasadena-Star News website, this is true. As more and more people begin to figure out that the Latino culture is very diverse in itself, brands are trying to figure out how to speak to all these various Latino cultures without alienating or generalizing them. Latinos seem to divide themselves by the nation of their origin. As their power and influence grows, political parties must also watch how they look to tackle issues in order to connect with these various groups of Latinos. Below are a few quotes from the article written by Josh Dulaney about the diversity of Hispanics amongst themselves and how their origins can determine their status in the United States.
Why a Venezuelan accent is best when selling to Latino/Hispanics
An advertising executive says Spanish speakers with Venezuelan accents are best when selling to Latinos in the U.S. because their accents are the most neutral.
A political analyst says Latinos are not single-issue voters and those who court them should keep that in mind on the campaign trail.
A peek into the socio-economic breakdowns of Hispanics due to their origins and what that means to American society
South Americans are generally the highest educated among Latino groups and are less segregated from non-Hispanic whites than Mexicans.
“I’m very taken by the fact that these people are coming from very different origins in terms of country and social class and background, and so they’re fitting into American society in different ways,” Logan said.
Immigration reform has become the source of a deep fissure in the Republican Party as Congress fights over what to do with 11 million undocumented workers.
The problem of blanket marketing to Hispanics in America
“Typically, marketing to Hispanics is done in a pan-Hispanic way. When a national brand is marketing across the U.S., they don’t typically go down to the granular level of nationality. ”
“A Mexican immigrant speaks Spanish very differently than a Cuban living in Miami,” Villa said. “And there’s been some discussion around is there a prototypical Latino or Latina. Most of the advertising tends to show an image of an olive-skinned person with dark hair. There definitely is a prototype (in advertising). Not everybody will admit to it. “
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